The effect of green packaging on consumers buying behavior

Abstract

Environmentally conscious packaging is an important instrument for developing and conveying brand equity, gaining an edge in the marketplace, and shaping consumer buying behavior. It’s crucial to keep in mind, though, that contemporary consumers expect environmentally friendly packaging because they are becoming more aware of environmental protection issues. The purpose of the study is to investigate how consumer buying behaviors are impacted by green packaging in relation to environmental consciousness and sustainability. In particular, the study aims to comprehend how customers view and value eco-friendly packaging materials, such as recyclable or biodegradable substitutes, and how these views affect their purchase choices. Consequently, two hundred and seventy nine (279) questionnaires were administered to the respondents, out of which two hundred and seventy (270) were properly filled and retrieved. Data obtained from the study respondents were analyzed using correlation and regression analysis. The findings of the study unveiled that there is a positive and significant effect of green packaging on consumer buying behavior. Based on the findings, it was recommended that firms should create product packaging that can easily decompose to lessen the environmental harm that packaging does.